Originally posted by D1N0 And then they will sell very little because people will decide they cannot afford these prices and buy a Canon Nikon or Sony. You need a user base for your system.
They'll have the user base they want - it just isn't the user base we assume they should have. We keep thinking they want to knock Canon off the perch, but that just isn't so. They plan to be an alternative, not a competitor.
They
want to sell fewer. They're a small company supporting three mounts (645, Q, K) with two sensor sizes in the K-mount. They need to build out the Q line, build out an entire FF digital lens line and redo the entire 645 lens line. At the same time they have to keep APSc fresh and relevant and let it be the gateway drug for K-mount. They're just not going to play CaNikon's high-volume, low margin game - they can't win at it.
What they CAN do is sell fewer cameras with higer unit profit margin to a discerning group of shooters who will pay up for the value equation of more features for the price and the Pentax DNA. Over time they might even develop a small, loyal Dealer network based on lower volume, higher margin and relationship marketing (like Hasselblad).
At the same time they're starting this S1 line to attract younger buyers into the mount. That measn they're thinking about 2040.
I know it sounds risky, but that's just because it is unusual. They are patient, disciplined and absolutely dogged about hard work. I'll be dead, unfortunately, but I wish I could be here to see their victory.